Marketing Director (Fashion & E-commerce) — UMI (Remote − Based in Bali or Thailand)

UMI is a minimalist clothing brand born in tropical Asia: https://umi.store. We design refined, breathable garments for hot climates, crafted from natural fabrics that celebrate the female form through comfort, freedom of movement, and effortless sensuality. Our mission: to help women feel confident and irresistibly magnetic in their own skin.

In the near future we will expand our presence from Phuket, Thailand, to Bali, Indonesia, and look for a hands-on, analytical, and creative Marketing Director to drive both our strategy and day-to-day execution across digital and offline channels.

What You’ll Do
1. Strategy & Leadership

• Develop and own the overall marketing plan based on our approved communication strategy (“Confidence is the new sexy”), ensuring alignment with sales goals.
• Use data-driven insights (sales analytics, e-commerce metrics, ROI tracking) to refine brand positioning and messaging.
• Set and manage marketing budgets (including media spend, influencer costs, offline activations), balancing ROI with brand-building.

2. Digital Marketing & SMM

Lead social media (Instagram, Facebook, TikTok) with a focus on aesthetics, storytelling, and community-building:

• Oversee the entire SMM process — from strategy to execution — personally handling day-to-day tasks (posting, audience engagement, influencer outreach).
• Coordinate with content creators (who follow your briefs) to ensure each post reflects our brand pillars: eye-catching, inspiring, atmospheric, and engaging.
• Supervise the targetologist (paid ads specialist), guiding budgets and audience targeting on META, Google, and retargeting funnels to drive online sales.
• Maintain consistent content calendars, shape visuals and copy, and ensure all social media efforts align with overall brand goals.

3. Offline Activations & Cross-Promo

• Plan and execute pop-up events, plug-in collaborations, brand ambassador partnerships, and cross-promos with lifestyle businesses that match UMI’s tropical, confident vibe (cafés, spas, yoga studios, beach clubs, etc.).
• Ensure consistent POS materials, storytelling displays, and offline brand experiences that echo our minimalism and sensual aesthetic.
• Build relationships with local partners in Phuket, Bangkok, and Bali to increase brand visibility and relevancy.

4. Influencer & UGC Programs

• Identify and negotiate with English-speaking influencers in Thailand and Bali who align with our brand values.
• Launch UGC campaigns that encourage followers to share their tropical lifestyle moments featuring UMI pieces.

5. Analytics & Reporting

• Track and analyze key marketing metrics (CAC, ROAS, engagement, conversion rates, sales volumes).
• Provide regular performance reports to founders; pivot strategies based on data-driven insights.
• Continuously optimize both online and offline tactics to meet or exceed revenue targets.

6. Collaboration with Founders

• Maintain open communication with the brand’s founders, aligning on product launches, new collection strategies, and market expansion steps.
• Offer creative and operational leadership, bridging the gap between big-picture vision and hands-on implementation.

Who You Are

• Proven track record of successfully growing fashion brands (minimum 3+ years in an executive-level marketing role).
• Mandatory experience in e-commerce: comfortable analyzing sales funnels, conversion metrics, and online marketing platforms.
• Hands-on social media leader: you can plan a campaign, direct a content shoot, and also jump in to post or analyze metrics yourself.
• Strong analytical & strategic mind: you love turning data into insights and actionable tactics.
• Eye for aesthetics: you appreciate minimalism, refined design, and the subtle art of showcasing sensuality without clichéd or pushy visuals.
• Location (important): physically based in Thailand (Phuket/Bangkok) or Bali to engage with local partners and events.
• Excellent English written and spoken communication skills.
• Proactive, entrepreneurial, and excited about shaping a brand’s international growth.

What We Offer

• Base salary + percentage of sales: We believe in aligning incentives and sharing success.
• Opportunity to shape an emerging fashion brand’s trajectory in Asia’s most vibrant tropical destinations.
• Creative freedom to express and enhance UMI’s brand DNA: minimalism, female confidence, and tropical inspiration.
• Flexible work environment: You’ll collaborate with a small, warm-hearted team that values individual contributions.